The National Retail Federation’s hub for quick insights and practical tools tailored especially for busy, time-stretched small retail businesses
Small businesses power our communities and drive the U.S. economy. In fact, the overwhelming majority of retailers are small businesses.
Small Retail Businesses by the Numbers
4 million small retail establishments nationwide
98% of retailers are small businesses employing fewer than 50 employees
40% of retail jobs are with small businesses
Source: The Economic Contribution of the U.S. Retail Industry, NRF
Small Retail Business Spotlight
Oh My Cupcakes!
A look at the challenges of small business and building a cupcake business "from scratch."
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Recent spotlights
Small Retail Business Spotlight
Small Retail Business Spotlight: May 2026
How a small father-son idea grew into a successful American manufacturing business
Small Retail Business Spotlight
Small Retail Business Spotlight: April 2026
Kuli Kuli Founder Lisa Curtis on bringing the power of superfoods to people and economic opportunity for the communities growing them
Small Retail Business Spotlight
Small Retail Business Spotlight: March 2026
Woman founded gut-health pet brand Bundle x Joy on giving back and celebrating the people behind the pets
Apply to be featured
NRF's monthly spotlight program elevates the personal stories of small business owners. Read more on eligibility, selection and apply to be considered.
Five to Thrive
5 quick, practical tips to help small retail businesses thrive
Small businesses juggle a lot. Time is tight and demands are high. That’s why NRF’s “Five to Thrive” series delivers quick, practical tips designed to help small retail businesses grow and succeed. Each installment features insights from NRF experts and industry leaders with actionable strategies to implement right away. Explore relevant topics in retail.
Partner insights
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Contact Us
For more information on how to participate in NRF’s small business work or other related inquiries, contact Meghan Cruz.